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Propuesta de comunicación estratégica para el hotel sol y luna Guacarí
(Universidad Santiago de Cali, 2024-06-22) Lozano Bejarano, Jorge Andrés; Hernández Segura, Michael
This work presents the results of a strategic communication proposal for the Hotel Sol y Luna Guacarí, located in the municipality of Guacarí, Valle del Cauca, Colombia, which lacks a strategic communication plan, this study is important since it allows identifying the current needs of the hotel in communication material, providing essential advantages and tools from strategic communication. After a diagnosis thanks to the characterization and analysis of the data collected through interviews and surveys on the state of the hotel's current communication, it was possible to identify the lack of tactics and digital tools that can help build loyalty among current and future customers, as well as the consolidation of the hotel's image among them. Therefore, activities are proposed from strategic communication, in order to create and implement a solid corporate image, digital media, advertising content, among others, following a dissemination plan focused on establishing close contact in accordance with the objective of the hotel to retain and attract customers – guests; offering added value by taking into account the design of strategies that allow closing digital gaps.